SEO/Content Tool Fueling PPC Strategy
Here at SEER, we’re constantly brainstorming and thinking of creative ways to achieve results for our clients. It’s only one of the things we take pride on — being able to think outside of the box to develop “there’s-no-way-that-could-work…but-it-might”-type marketing strategies and ways to use tools at our disposal.
- My team members generated a “Find the Mustache” hunt on client’s site to help gain links
- Our CEO swapped lives with another for a week to develop new leadership strategies
- One of my coworkers used a raspberry pi to track visits to the keg during a #searchchurch event to…well, that one was just really cool.
I have a client who specializes in making native mobile app optimization and analytics software. They wanted to develop a paid search strategy around companies who already had a mobile app developed, employed a mobile team, and who were looking for ways to improve their app. We found that substantial search traffic for “how do I optimize my mobile app” didn’t exist. So we asked ourselves a few of the following questions and used the tools at our disposal to start getting answers.
Where Does Our Audience Spend Time Online?
They’re on Twitter…a lot. We used LittleBird, a tool commonly used for SEO and content-marketing purposes to identify where their users were spending the most time.
Who Are They Following On Twitter?
We also used the tool to identify key influencers surrounding a few mobile topics including “Mobile App Optimization”, “Mobile Results”, “Mobile Apps” and “Mobile Analytics.” It made sense – people with mobile apps, looking to improve them were likely following these mobile-experts.
We built out a list of the most-followed and most-active users on Twitter within those specific areas. Tip: you can also size-up up your clients to other ‘experts’ and competitors – how do they compare in terms of followers? Are any of the experts following your client? This information can help clients ensure they are staying ahead of their competition.
How Can We Get In Front of Them?
We built out a Promoted Tweets campaign and targeted the followers of each of those key influencers. My client was allowing users to try their product for free, and the followers of these key influencers would be their most likely target audience. Targeting the followers of key players in the mobile industry allowed my client to get in front of the people most likely to be interested in what they have to offer.
What Do We Say?
We also provided quite a few of the most shared and engaged news articles within a specific subject or area. This allowed us to alter copy of our Promoted Tweets to align with these topics, as well as build out which specific tweets we’d be promoting. We learned that a lot of key mobile influencers were talking about “barriers in the app world” and “checklists for enterprise mobile apps.” Why not write some sort of checklist/blog post that outlines easy ways to circumvent a few of those major barriers which we could then promote?
Are there any SEO, PPC or analytics tools you think could be used for more than one purpose?